The Research For The Mode And Policy Of Urban Marketing

World economic integration is intensifying, and there is growing competition between cities, even between countries. In this context, from the perspective of status quo of urban marketing both at home and abroad, guided by fundamental theories of management science, marketing, regional economics, and governmental economics, and by employing systematic analysis, empirical analysis combined with normative analysis, qualitative analysis combined with quantitative analysis, and case analysis combined with inductive analysis, this thesis conducts research on urban marketing theory and operational urban marketing methods. The thesis also deals with how government should implement transition of functions and carry out innovation of operating mechanisms. (1) Based on marketing theory, urban marketing theories and practices at home and abroad, and the author's experiences, the thesis presents an understanding of essence of urban marketing. The thesis believes that urban marketing is a social management activity and process through which to improve the fame and praiseworthiness of a city by fully developing the overall functions of the city, and by establishing a unique city image, so that government, businesses, and general public are satisfied. From this viewpoint, the thesis holds that city government is the sponsor of urban marketing, whereas businesses and city residents are important participants in urban marketing process. The thesis also thinks that strategic orientation of a city plays a remarkable role in urban marketing. The thesis proposes models of "city as a brand", "brand to a city", and a hybrid urban marketing model integrating the two above-mentioned models. These research conclusions enrich the current marketing theory, and make breakthrough in concepts and field of marketing. (2) With systematic analysis method, the thesis identifies and analyzes the constituent elements of urban systems and elements on which urban competitiveness is determined. The thesis presents a dynamic model on urban development strategy, the strategic orientation of urban development, and...